The ad features a young girl looking for coloured felt tip pens around her house, hidden under sofas, in her doll's house and in the kitchen.

Once found, the girl uses the pens to draw on some fabric. Her mum enters and is horrified to discover that the fabric she has in fact drawn all over is a wedding dress. The ad finishes with "washable pens for colourful kids".

The ad was written by Paul Kemp and directed by Th2ng's Andy Blackburn. The campaign runs from June through to September.

Yolande De Trogoff, head of marketing for BiC UK & Ireland, said: "Forever Beta have produced a charming and emotive campaign to dramatise the fact that our pens are really washable.

"The new positioning for BiC Kids is a well thought through strategic positioning for us as a brand, it established the fact our products are of high quality and still inspire young children to be creative with our range."